茅台集团希望经销商不再只靠飞天茅台赚钱

Core Viewpoint - Moutai Group is shifting its marketing strategy towards a consumer-centric approach, aiming for market transformation by encouraging distributors to diversify their product offerings beyond the reliance on the flagship product, Flying Moutai [2] Group 1: Market Dynamics - Since 2025, the price of Flying Moutai has been on a downward trend, starting at a wholesale price of around 2200 yuan per bottle, dropping below 2000 yuan in June, falling to 1800 yuan in August, and reaching 1700 yuan in October [2] - During the "Double 11" shopping festival, the price of scattered Flying Moutai fell to as low as 1399 yuan per bottle, breaking the official guidance price of 1499 yuan for the first time [2] - Distributors are experiencing reduced profits due to the price decline, with many reporting a shift to a state of minimal profit or even losses [2] Group 2: Supply Control Measures - Moutai Group has decided to suspend the supply of all products to distributors until January 1, 2026, as part of a "quantity control" measure aimed at stabilizing prices [3] - This measure has led to a stabilization of Flying Moutai prices, which are currently around 1600 yuan per bottle [3] - The goal of the quantity control is to alleviate the inventory and financial pressures faced by distributors due to price discrepancies, ensuring a rational distribution of profits [3] Group 3: Marketing Strategy - Moutai Group is restructuring its product lineup to create a "pyramid" system, with the 500ml Flying Moutai as the base, and premium and cultural products at higher tiers [3] - The company is shifting from a quota-based purchasing model to a customer demand-oriented approach, allowing distributors to plan their product offerings based on their customer base [3] - The marketing strategy is evolving to integrate online and offline channels, encouraging distributors to actively seek new customer segments and consumption scenarios [4] Group 4: Consumer Trends - The traditional consumer base for Moutai has shifted, with new group-buying customers emerging from the internet and AI sectors, with over 60% of new group-buying clients qualifying as provincial high-tech enterprises [5] - Despite challenges such as high inventory and price discrepancies, the market for Moutai remains expansive, driven by the growth of the middle class and the development of new industries [5]